(NextReality) Apple CEO Tim Cook trumpeted the company’s continued success during an earnings call with reporters conducted via telephone before the release of the new iPhone. What stood out was his effusive language describing Apple’s new focus on augmented reality. Cook’s excitement regarding AR matches the sentiment within the investment community. While hundreds of millions of dollars have been spent on virtual reality hardware and software ventures, most industry analysts and investors are betting that AR’s ability to be deployed via mobile devices, without the need of a headset,
“AR is going to change everything,” said Cook. “There are already over 1,000 apps with powerful AR features in our App Store today, with developers creating amazing new experiences in virtually every category of apps aimed at consumers, students and business users alike.”